Introduction to Public Relations - 2017

Unit summary


  • Level of Study: Undergraduate Level 1
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP1 , SP2 , SP3 , SP4
  • Availability for 2017: SP1 , SP2 , SP3
  • Assessment: Draft Plan - Pitch (20%) , Essay (20%) - Learn more

Unit provided by

2017 Fees
Domestic 1,324.00
HECS 1,324.00
International 1,574.00

Learn the theory of PR while developing the research, planning and writing skills key to public relations practice. This unit explores the history and theories of public relations, plus relevant issues such as ethics, corporate social responsibility, the law, research, evaluation, planning, strategy, budgeting, tactics and new communication technologies.

You will also learn about key practice areas of media relations, internal and community relations, government relations, issues and crisis management, event management and sponsorship. This unit introduces you to the theory and practice of public relations both as part of the media communication process and as a vital management function.

At the completion of this unit students will:

  1. be familiar with the basic concepts of public relations
  2. understand the role and responsibilities of a public relations practitioner
  3. be familiar with the use of the 10 Point plan mode in public relations campaigns
  4. develop skills in tailoring such plans to the needs of various corporate, government and community sector clients
  5. understand the basic requirements of public writing and communication in a public relations context
  • Draft Plan — Pitch (20%)
  • Essay (20%)
  • Final Plan (40%)
  • Online Discussion (20%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • CMM27 — Introduction to Public Relations
  • Broadband access

This unit addresses the following topics.

1The fundamentals of public relations
2Defining public relations
3History & theories of public relations
4Ethics, social responsibility & the law
5Research & evaluation
6Planning, strategy & budgeting
7Tactics, skills & new communication technologies
8Practical application
9Media relations
10Internal & community relations
11Business & government
12Issues & crisis management
13Event management & sponsorship
14Professional considerations - industry structure & expectations

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Online assignment submission
  • Standard Media
  • Web links

Online materials

  • Online Assessment
  • Printable format materials
  • Resources and Links

This unit is a core requirement in the following courses:

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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